Business Elite’s '40 Under 40' Recognises Sadé for Her Impact on Modern Luxury & Mental-Health Advocacy
- Nov 28, 2025
- 3 min read
Written by Sadé Schuurman, Visionary Entrepreneur
Sadé Schuurman is the founder of Diamonds by Sadé, a jewellery brand redefining luxury by offering high-quality, customizable diamond pieces at accessible prices. Her passion for timeless elegance drives her mission to make exquisite jewellery a celebration for everyone.
When Sadé was honoured as a Business Elite’s “40 Under 40” Honoree in Sydney, the recognition represented far more than entrepreneurial excellence. It celebrated a woman whose journey, from her Zimbabwean roots to global exposure and creative evolution, has shaped a brand redefining what luxury means today. Her company, Diamonds by Sadé, has become a symbol of accessible elegance, ethical craftsmanship, and purpose-driven design.
A story rooted in culture, creativity, and emotional significance
Born in Zimbabwe, Sadé grew up surrounded by rich cultural symbolism and an appreciation for the emotional meaning behind jewellery. In her community, adornment held deep purpose, representing identity, family, and celebration. This early exposure formed her understanding that jewellery is not merely decorative, but deeply personal.
At 12, she moved to New Zealand, where her creativity flourished through drama, dance, and English Literature. These passions later evolved into her signature approach, creating jewellery with meaning, movement, and storytelling. A double major in English Literature and Theatre deepened her understanding of narrative, a skill now woven into the heart of her brand.
Global influence: Travel that shaped a new definition of luxury
As a model travelling through Europe and Asia, Sadé was immersed in the world of high fashion, master artisanship, and fine jewellery. While she admired the beauty of luxury, she recognised a fundamental issue:
"Luxury was often defined by exclusivity rather than genuine value."
She realised many people desired high-quality jewellery, but traditional luxury pricing made it unattainable. This insight planted the seed for a brand that would challenge industry norms and bring sophistication within reach.
Her travels also introduced her to cultural gemstone traditions, colour symbolism, and globally diverse design aesthetics, all of which influenced her vision for a modern, multicultural luxury brand.
The birth of Diamonds by Sadé: Redefining luxury for modern women
Drawing from her cultural roots, academic background, and global exposure, Sadé founded Diamonds by Sadé with a powerful mission:
"To redefine luxury so that it welcomes, empowers, and includes, rather than excludes."
Her premium bespoke experience, which includes sourcing gemstones from their country of origin and crafting personalised pieces, blends global luxury with intimate storytelling. Every creation reflects the values and influences that shaped her life.
A brand driven by purpose, family, and heart
Behind Sadé’s success stands her father, Gareth, whose teachings on hard work, integrity, and compassion shaped her path. His guidance instilled the values she now pours into her business and leadership.
Her husband, Aaron, has also played a vital role, supporting her as she balanced motherhood, entrepreneurship, and her creative pursuits, proving that behind every powerful woman is a powerful support system.
But her journey carries deep personal loss. Sadé’s brother, Houston Peel, passed away due to mental-health challenges, an event that profoundly altered her life. Driven by love and purpose, she created the Houston Peel Foundation in his honour.
Today, Diamonds by Sadé works in partnership with the foundation, ensuring the brand’s success directly contributes to healing, awareness, and community support. Every jewellery piece carries a message of remembrance and purpose.
Why she earned the Business Elite’s “40 Under 40” award
Sadé’s recognition reflects her powerful role in shaping modern luxury and community impact:
She reimagined high-end jewellery through accessibility
She champions ethical sourcing and intentional craftsmanship
She blends multicultural artistry with emotional storytelling
She leads with authenticity, resilience, and compassion
She channels grief into meaningful change through the Houston Peel Foundation
She built a brand that uplifts women and strengthens communities
A future defined by purpose and brilliance
From her Zimbabwean beginnings to global recognition, from creative passion to business leadership, Sadé’s journey is a story of resilience, transformation, and heart. Diamonds may sparkle, but her purpose shines even brighter.
Her mission continues: To create luxury for every woman and hope for every community.
Read more from Sadé Schuurman
Sadé Schuurman, Visionary Entrepreneur
As the founder of Diamonds by Sadé, Sadé Schuurman transforms her lifelong love for diamonds into a mission of accessibility and elegance. She leads a brand renowned for its customizable and affordable jewellery, empowering clients to celebrate their unique stories with timeless, high-quality creations.
